The iconic Maggi brand is on a mission to champion the goodness of home cooking, renewing its global product portfolio with simple, recognisable ingredients that people are familiar with, like those they might find in their kitchen cupboards.
The goal is to transform the Maggi range globally by 2020, removing ingredients that consumers do not easily recognise and adding more of those that they do, including vegetables and original flavours from vegetables, herbs and spices, grains and other nutrient-rich ingredients.
The move is part of the new Maggi ‘Simply Good’ initiative to inspire and offer tastier and healthier choices, in line with Nestlé’s commitment to enable healthier and happier lives.
It includes a strong contribution of Maggi to the Nestlé commitment to add at least 750 million portions of vegetables and at least 300 million portions of fibre-rich grains as well as pulses, nuts and seeds worldwide by 2020.
With an ever-growing trend towards health-focused cooking, the ‘Simply Good’ plan will also continue to lower salt in the Maggi range, with an average sodium reduction of 10% between now and 2020.
Fortification is another important element of Maggi’s commitment to good nutrition, especially in countries where daily consumption of essential micronutrients is lacking. In 2015, Maggi delivered 110 billion servings fortified with iodine, iron or Vitamin A. The goal is to increase that to 120 billion servings per year by 2020.
Along with changes to the products, Maggi ‘Simply Good’ is also encouraging food habits that have a positive impact. On-pack and online advice and recipes, as well as local events such as cooking academies, will help people cook healthily on a budget and reduce food waste.
The ‘Simply Good’ initiative has already kicked off in Central and West Africa, where fortified Maggi stock cubes and other products are a staple for many households. In addition to the strong commitments on ingredients, Nestlé is highlighting nutritional challenges by engaging with government authorities, civil society and consumers.
Patrice Bula, Executive Vice President at Nestlé, said: “Home cooking has a positive impact on our lives. The Maggi commitment is to inspire and help people to cook good food with fresh ingredients. That is why we are transforming our products using ingredients everyone knows and loves.”
New and improved Maggi products are already on shelves in many markets, for instance a new range of sauce mixes in the Middle East, recipe bases in Australia, the ‘Mélanges Parfaits’ seasonings in France, and vegetable broth and sauce mixes in Germany.
